Fission effect is not good? You need to know these 5 details!

In the public's perception, fission is something that can be achieved by spending money. However, not all activities that cost money can bring about the ideal fission effect. In addition to the operational strategy of the activity, this article will combine the discussion of human nature and analyze the five small planning details in the fission activity that affect the communication effect.

In recent years, with the rise of apps such as Pinduoduo and Qutoutiao that focus on the lower-tier markets, fission gameplay has become an essential means of user operations and marketing activities.

The gameplay behind fission is not just as simple as inviting friends to help bargain and forming a group to share red envelopes. The basic model of fission is inseparable from bargaining, crowdfunding, and group buying, but the corresponding gameplay is endless.

Because in the process of product planning and interaction design, more effort is put into polishing each step of attracting users to participate and motivating users to share, and the details of these steps are also one of the reasons why similar fission models produce different effects.

Next, this article will start from the observed fission activities and find out the details that motivate users for reference.

1. Set up user tiered benefits

Set the corresponding relationship between rewards and fission mechanisms at different levels, so that the gameplay covers users who are unwilling to share, share a small amount, and share heavily.

Pinduoduo started out as a bargaining company, but not all users are willing to invite their relatives and friends to bargain down to 0 yuan and take it away for free. As for those users who are not willing to invite friends, how can they be captured in the same activity?

The design of tiered benefits for users becomes particularly important.

Taking Pinduoduo's Golden Pig to Make Big Money as an example, users do not need to invite friends. They can save gold coins and exchange them for benefits by signing in and completing tasks every day. For users who are willing to share, the growth rate of gold coins is accelerated.

This task-based points system changes fission from a core logic to an activity component logic, attracting a group of users with weaker sharing motivation. When they earn a lot of gold coins through tasks but find that they cannot reach the threshold to redeem their desired prizes, they will start to invite friends to help for their previous efforts, which is the sunk cost.

2. Application time and quantity limits

Give the user a reason to explain why he should participate in this activity right now.

What reasons can make users participate in this activity immediately? It's simple, the event is about to end and the prizes are about to be distributed.

In the front-end planning of an event, it is far from enough to just display attractive prizes and reliable brand endorsements. These can only make users interested in the event, but cannot give them the signal that they must participate immediately.

Pinduoduo, on the other hand, encourages users to participate in activities immediately by making full use of the concept of limited time.

For example, when you enter the bargaining page, there is a big VIP privilege, telling you that "the amount you bargained for exceeds 90% of users nationwide, and the privilege is only valid for 2 hours."

A user who is somewhat interested in bargaining will most likely be converted by this lucky VIP privilege and will desperately invite others within 2 hours. After all, if he doesn't invite others, he will miss this 2-hour privilege moment. (But in fact, I go in every day and am a VIP every day)

Juhuasuan's golden egg smashing activity embodies the concept of limited quantity in small ways. For example, the number of golden eggs that can be smashed each day is limited, and the remaining number in the golden egg pool is visibly decreasing. In order to grab the wool that is about to be grabbed by others, users will invite friends to smash eggs together.

However, the application of the concepts of limited time and limited quantity is not just about putting up a progress bar and countdown. The concept of limited time is often used to motivate users to quickly participate in an activity with a slightly higher threshold, while limited quantity is used for activities with a lower threshold.

After all, if the limited quantity is used for bargaining with high thresholds, most users will choose not to bargain. Who knows if the prizes will be given out after they have bargained to the end?

3. Strengthen what you already have

People are more sensitive to "losing" than "gaining". Giving users something they own reinforces the cost of giving it up.

Imagine Activity A: You can get a little discount by participating every day, and Activity B: You can collect the interest generated by the discount by coming back every day. Which activity will be more motivating to recall users?

Obviously it is the second one, because the concept of waiting to receive will make users feel that they have already received the deduction money, and the reward in hand flies away. The heartache is definitely much worse than the situation where no reward is received.

Therefore, in the design of fission activities, what users have already obtained is often strengthened.

For example, Pinduoduo's Golden Pig makes a lot of money. When all retention-based gameplay uses daily sign-in rewards as a gimmick, the Golden Pig is packaged as continuous savings of gold coins and collection at a certain time, so that users will always remember the gold coins they have earned and come back to collect them after a while.

The concept of strengthening what has been gained is also reflected in the user retention stage. For example, JD.com’s daily cash mining allows users to mine a certain amount of cash as soon as they come in, and the withdrawal progress is more than half done in a flash. In order not to waste this more than half of the withdrawal progress, users will frantically invite friends to mine, but the result is that the more they mine, the less they have.

The same goes for bargaining on Pinduoduo. When you first come in, you cut most of the price, but the more people you invite, the less you cut. When you want to give up later, you feel that you have already cut so much, it would be a pity to give up, so you keep bargaining.

This is the result of people's inability to make rational judgments about sunk costs. Imagine that when you are about to give up, a pop-up window appears saying "You have already cut 99.9%. Do you really want to give up?" Most users will probably go back and continue fighting.

4. Ways to get help from friends

A friend's support goes far beyond just giving him a click.

The earliest way to play fission is to ask friends for help, and then to ask friends to help complete various tasks (such as downloading APP, purchasing goods, etc.), but friends' help can be played in more ways, such as inviting friends to guess, stealing friends' things like stealing vegetables, inviting friends to visit, inviting friends to team up to complete tasks, etc.

For example, the reading team on WeChat Reading, users form a group to read together, interact and accumulate points, and when the team’s points reach a certain threshold, they will receive corresponding rewards.

This kind of "friends' behavior is related to me" logic can motivate the participation of the invitees to a greater extent, greatly improving the previous problem of just a light touch of help and no further action.

Another type of promotion activity that has a more viral effect is the course distribution activity that went viral at the beginning of this year. In addition to encouraging users to actively initiate sharing, this logic also encourages invited users to participate deeply. After all, most of the invited users will think in their hearts, I spent money into your pocket, so I have to make money back from others!

5. Polish the copywriting of the sharing link

Help users + platforms express what they want to express.

The sharing link copy is the first thing the invitees see. The content here varies depending on the characteristics of the event. But most of them are inseparable from the following points: personification, altruism, and reliability.

Still analyzing based on Pinduoduo’s sharing copy, words like “sorry to bother you” and “love you” help users who seek help to express what they are about to type out. Generally, people who are invited to a private chat will not have the heart to refuse when seeing these words. This is the effect of personification, which helps users express what they want to express.

The altruism is hidden deeper, and is mainly reflected in words such as "everyone can receive it" and "let's get it for free together", telling the invitee that if you help me, you can also have the opportunity to receive benefits.

Reliability is reflected in the phrase "Pinduoduo Official Bargaining" on each link. The official slogan lets users know that the link forwarded by their friends is not a virus or a link that may deceive them.

Finally, let me make a brief summary: the planning details of fission activities are all based on the study of human nature. What planners need to do is to think about how to use the characteristics of human nature to motivate users to participate and share, and find reasons to support users in every step of their actions.